The HEINEKEN Company unveiled its first Global Generative AI (GenAI) Lab in Singapore. The lab aims to transform how GenAI enhances growth, productivity, and customer engagement across the company's global operations.
"This Lab will serve as a global centre of expertise, driving AI innovation at a local level while enhancing our operations on a global scale…By harnessing Singapore's exceptional AI ecosystem, skilled talent and supportive government policies, we are excited to drive the development of innovative solutions that will transform the beverage industry for years to come," Kenneth Choo, managing director of APAC, HEINEKEN, said.
World's best-connected brewer
Aiming to be the world's best-connected brewer, Ronald den Elzen, chief digital and technology officer of HEINEKEN, believes GenAI will help the company understand consumer needs, enhance customer engagement, and improve productivity throughout the company.
"The establishment of the Global GenAI Lab marks a significant milestone in HEINEKEN's digital transformation journey, highlighting our strategic focus on advanced GenAI technologies as essential drivers for growth, efficiency, and innovation," he added.
The Gen AI Lab aims to brew advanced, scalable GenAI solutions across critical business areas in HEINEKEN. The game plan involves integrating human expertise with AI capabilities to ensure that AI practices are responsible.
Knowledge transfer and talent sharing
HEINEKEN collaborated with AI Singapore to create a team of experts by the end of 2025. Fostering a culture of knowledge transfer and talent sharing, the team will be composed of members from HEINEKEN's Digital and Technology specialists with talent recruited from AI Singapore. The core team can also access AI Singapore's top AI professionals and innovative approaches.
